Sponsorships

Radio Sponsorships can create a premier vehicle giving brand awareness through association with a radio station 'programming pillar'. Highly targeted and longer term propositions can be the making of a brand which can include weather, traffic and travel, a complete show or even a specific station-led competition.

What is a Sponsorship?

By its nature, a sponsorship is a long-term partnership, thus keeping the brand to the forefront of the listeners minds. Working rather like a drip campaign, sponsorship is a relatively inexpensive way to maintain profile amongst a desired audience.

There are two distinct types of radio sponsorship:

• Independent Sponsorship – This is the addition of a sponsors name and message to a programming strand already familiar to the listener (eg. Weather, Traffic & Travel or the Breakfast Show etc).

• Dependent Sponsorship – This is where a programming feature is created specifically for the sponsor and is, in essence, new to the listener. This could, for example, be the creation of Olympic updates or film/book reviews. The feature should always be interesting and informative to the listener.

Why use Sponsorships?

• On-air sponsorship is great for building brand awareness. Your sponsorship will give you frequent name check mentions, usually with a brief positioning statement.

• Sponsorship builds awareness, typically over a year or two, and never less than 3 months. Over time, a strong positive association can be built in the listeners mind, between the brand name the attributes of the sponsored programme giving the client ownership of the sponsored property.

• A sponsorship is less direct: The client can get to the audience in a much more subtle way. The status of the sponsor is enhanced by being associated with the station which has been chosen specifically by that listener.